The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Award
Agency
Client
Title
Category
Annual ID
Magic Words - The Unwritten Stories
Agency: AlmapBBDO / São Paulo
Client: HP Category: Ambient / Immersive / Installations
Tailor Made Store
Agency: BWM Dentsu / Melbourne
Client: Chadstone Category: Ambient / Immersive / Installations
Cages
Agency: Commonwealth//McCann / Detroit + Carat / Detroit
Client: Chevrolet Category: Ambient / Immersive / Installations
Highway Robbery
Agency: Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client: Volvo Category: Ambient / Immersive / Installations
SMS Last Words
Agency: Havas Worldwide / Shanghai
Client: Global Road Safety Partnership Category: Ambient / Immersive / Installations
Tribeca Film ReActor
Agency: J. Walter Thompson / New York
Client: Tribeca Film Institute Category: Ambient / Immersive / Installations
Apartment Stores
Agency: Nurun / Paris
Client: Delamaison Category: Ambient / Immersive / Installations
Behind the leather
Agency: Ogilvy Group Thailand / Bangkok
Client: People for the Ethical Treatment of Animals Category: Ambient / Immersive / Installations
25m2 Syria
Agency: POL / Oslo
Client: NRK TV-aksjonen & IKEA Category: Ambient / Immersive / Installations
Search for Greatness
Agency: BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York
Client: Sony PlayStation Category: Print / Flat & Dimensional
HEAT TECH WINDOW
Agency: Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul
Client: UNIQLO Category: Print / Flat & Dimensional
Life is electric
Agency: DENTSU INC. / Tokyo
Client: Panasonic Corporation Category: Print / Flat & Dimensional
The SAB Spike Detector Coaster
Agency: Geometry Global / Johannesburg + Ogilvy & Mather / Johannesburg
Client: South African Breweries Category: Print / Flat & Dimensional
SOBA ALLERGY TATTOO CHECKER
Agency: J. Walter Thompson Japan / Tokyo
Client: DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE Category: Print / Flat & Dimensional
IKEA It's that affordable PRICE TAGs
Agency: Memac Ogilvy / Dubai
Client: IKEA Saudi Arabia Category: Print / Flat & Dimensional
Print Ad Blocker
Agency: MullenLowe Brindfors / Stockholm + Golin / Stockholm
Client: Telenor Företag Category: Print / Flat & Dimensional
Addressing The Problem
Agency: OgilvyOne / London
Client: What 3 Words Category: Print / Flat & Dimensional
Supporters all the way
Agency: FRED & FARID / Paris
Client: Société Générale Category: Ambient / Billboards & Transit - Campaign
Whopper Sign
Agency: DAVID / Miami
Client: Burger King Category: Ambient / P.O.P. & In-Store - Campaign
The Refugee Collection
Agency: Ogilvy & Mather Japan GK / Tokyo
Client: Refugees International Japan Category: Ambient / P.O.P. & In-Store - Campaign
#ReadingforROOTS
Agency: 360i / New York
Client: A&E - HISTORY Category: Digital / Websites, Mobile, & Banners
Rink Bingo
Agency: FCB / Zürich
Client: Hockey Club Davos Category: Digital / Websites, Mobile, & Banners
Your Name Saves
Agency: Leo Burnett / Chicago
Client: Donate Life America Category: Digital / Websites, Mobile, & Banners
Special Sponsors
Agency: Leo Burnett Colombia / Bogota
Client: Special Olympics Colombia Category: Digital / Websites, Mobile, & Banners
Zero Minutes of Fame
Agency: Ogilvy & Mather / Chicago
Client: The Brady Foundation Category: Digital / Websites, Mobile, & Banners
Made by professionals
Agency: SID LEE / Paris
Client: PagesJaunes Category: Digital / Websites, Mobile, & Banners
SIGNEMOJI
Agency: TBWA / Shanghai
Client: CHINA ASSOCIATION OF THE DEAF Category: Digital / Websites, Mobile, & Banners
No more black target
Agency: FRED & FARID / New York
Client: New York Ethical Society Category: Craft / Art Direction - Single or Campaign
The Breathalyzer Bag
Agency: Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client: Tostitos Category: Craft / Art Direction - Single or Campaign
PorcelainBones
Agency: Les Gaulois / PUTEAUX
Client: AMGEN Category: Craft / Art Direction - Single or Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Art Direction - Single or Campaign
The doll that chose to drive
Agency: Proximity / Barcelona + Post23 / Barcelona
Client: Audi Spain Category: Craft / Art Direction - Single or Campaign
Search Racism. Find Truth.
Agency: FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client: Flüchtlinge Willkommen Category: Craft / Data-Driven Personalization - Single or Campaign
Vigilant Wallpapers
Agency: Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo
Client: Jeep Category: Craft / Data-Driven Personalization - Single or Campaign
The Field Trip to Mars
Agency: McCann / New York + Framestore / New York
Client: Lockheed Martin Category: Craft / Data-Driven Personalization - Single or Campaign
The Suncell Guide
Agency: MRM//McCann / Stockholm
Client: Vattenfall Category: Craft / Data-Driven Personalization - Single or Campaign
Careculator
Agency: R/GA / New York
Client: Jet.com Category: Craft / Data-Driven Personalization - Single or Campaign
Spanish Lessons
Agency: ALMA DDB. / Miami
Client: Netflix - Narcos Category: Digital / Social Media & Viral Marketing
Endless Possibilities
Agency: AlmapBBDO / São Paulo
Client: Getty Images Category: Digital / Social Media & Viral Marketing
Dads #ShareTheLoad (Film Case)
Agency: BBDO India / Mumbai
Client: P&G India Category: Digital / Social Media & Viral Marketing
#WhoIsTheKing
Agency: Buzzman / Paris + ICONOCLAST / Paris + THE / Paris
Client: Burger King Category: Digital / Social Media & Viral Marketing
Hungerithm
Agency: Clemenger BBDO / Melbourne
Client: Mars Chocolate Australia Category: Digital / Social Media & Viral Marketing
Unacceptable Acceptance Letters
Agency: Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank
Client: The Hunting Ground C/O Chain Camera Pictures Category: Digital / Social Media & Viral Marketing
Winter Swear Jar
Agency: J. Walter Thompson Canada / Toronto
Client: Hotels.com Category: Digital / Social Media & Viral Marketing
Donate the Bars
Agency: J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client: Atados Category: Digital / Social Media & Viral Marketing
Your Name Saves
Agency: Leo Burnett / Chicago
Client: Donate Life America Category: Digital / Social Media & Viral Marketing
December 21st
Agency: Leo Burnett / Madrid + RCR / Madrid
Client: Loterias y Apuestas del Estado Category: Digital / Social Media & Viral Marketing
Award:
2017 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
HP
Title:
Magic Words - The Unwritten Stories
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17066M
Award:
2017 Direct Marketing Merit Award
Agency:
BWM Dentsu / Melbourne
Client:
Chadstone
Title:
Tailor Made Store
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17067M
Award:
2017 Direct Marketing Merit Award
Agency:
Commonwealth//McCann / Detroit + Carat / Detroit
Client:
Chevrolet
Title:
Cages
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17068M
Award:
2017 Direct Marketing Merit Award
Agency:
Grey / New York + Townhouse / New York + 1stAveMachine / Brooklyn + Mindshare / New York
Client:
Volvo
Title:
Highway Robbery
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17069M
Award:
2017 Direct Marketing Merit Award
Agency:
Havas Worldwide / Shanghai
Client:
Global Road Safety Partnership
Title:
SMS Last Words
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17070M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson / New York
Client:
Tribeca Film Institute
Title:
Tribeca Film ReActor
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17071M
Award:
2017 Direct Marketing Merit Award
Agency:
Nurun / Paris
Client:
Delamaison
Title:
Apartment Stores
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17072M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy Group Thailand / Bangkok
Client:
People for the Ethical Treatment of Animals
Title:
Behind the leather
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17073M
Award:
2017 Direct Marketing Merit Award
Agency:
POL / Oslo
Client:
NRK TV-aksjonen & IKEA
Title:
25m2 Syria
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17074M
Award:
2017 Direct Marketing Merit Award
Agency:
TBWA\ / Melbourne
Client:
ANZ
Title:
GAYNZ
Category:
Ambient / Immersive / Installations
Annual ID:
OS_DI17075M
Award:
2017 Direct Marketing Merit Award
Agency:
BBH / New York + Stillking / Prague + The Slaughterhouse at BBH / New York + The Mill / New York
Client:
Sony PlayStation
Title:
Search for Greatness
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17046M
Award:
2017 Direct Marketing Merit Award
Agency:
Cheil Worldwide / Seoul + Junpasang Production / Seoul + Bounce Creative / Seoul
Client:
UNIQLO
Title:
HEAT TECH WINDOW
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17047M
Award:
2017 Direct Marketing Merit Award
Agency:
DENTSU INC. / Tokyo
Client:
Panasonic Corporation
Title:
Life is electric
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17048M
Award:
2017 Direct Marketing Merit Award
Agency:
Geometry Global / Johannesburg + Ogilvy & Mather / Johannesburg
Client:
South African Breweries
Title:
The SAB Spike Detector Coaster
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17049M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Japan / Tokyo
Client:
DAITAN HOLDINGS Co., Ltd.(Fuji soba) and 230 SOBA STREET PROMOTION COMMITTEE
Title:
SOBA ALLERGY TATTOO CHECKER
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17050M
Award:
2017 Direct Marketing Merit Award
Agency:
Marcel / Sydney
Client:
Tiger Beer
Title:
Air-Ink
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17051M
Award:
2017 Direct Marketing Merit Award
Agency:
Memac Ogilvy / Dubai
Client:
IKEA Saudi Arabia
Title:
IKEA It's that affordable PRICE TAGs
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17052M
Award:
2017 Direct Marketing Merit Award
Agency:
MullenLowe Brindfors / Stockholm + Golin / Stockholm
Client:
Telenor Företag
Title:
Print Ad Blocker
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17053M
Award:
2017 Direct Marketing Merit Award
Agency:
OgilvyOne / London
Client:
What 3 Words
Title:
Addressing The Problem
Category:
Print / Flat & Dimensional
Annual ID:
OS_DI17054M
Award:
2017 Direct Marketing Merit Award
Agency:
FRED & FARID / Paris
Client:
Société Générale
Title:
Supporters all the way
Category:
Ambient / Billboards & Transit - Campaign
Annual ID:
OS_DI17065M
Award:
2017 Direct Marketing Merit Award
Agency:
DAVID / Miami
Client:
Burger King
Title:
Whopper Sign
Category:
Ambient / P.O.P. & In-Store - Campaign
Annual ID:
OS_DI17060M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather Japan GK / Tokyo
Client:
Refugees International Japan
Title:
The Refugee Collection
Category:
Ambient / P.O.P. & In-Store - Campaign
Annual ID:
OS_DI17061M
Award:
2017 Direct Marketing Merit Award
Agency:
360i / New York
Client:
A&E - HISTORY
Title:
#ReadingforROOTS
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17081M
Award:
2017 Direct Marketing Merit Award
Agency:
FCB / Zürich
Client:
Hockey Club Davos
Title:
Rink Bingo
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17082M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Donate Life America
Title:
Your Name Saves
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17083M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett Colombia / Bogota
Client:
Special Olympics Colombia
Title:
Special Sponsors
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17084M
Award:
2017 Direct Marketing Merit Award
Agency:
Ogilvy & Mather / Chicago
Client:
The Brady Foundation
Title:
Zero Minutes of Fame
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17085M
Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / London
Client:
Nike
Title:
Nike On Demand
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17086M
Award:
2017 Direct Marketing Merit Award
Agency:
SID LEE / Paris
Client:
PagesJaunes
Title:
Made by professionals
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17087M
Award:
2017 Direct Marketing Merit Award
Agency:
TBWA / Shanghai
Client:
CHINA ASSOCIATION OF THE DEAF
Title:
SIGNEMOJI
Category:
Digital / Websites, Mobile, & Banners
Annual ID:
OS_DI17088M
Award:
2017 Direct Marketing Merit Award
Agency:
FRED & FARID / New York
Client:
New York Ethical Society
Title:
No more black target
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17110M
Award:
2017 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + Colorbar / San Francisco + Laser Custom Design, LLC / Hayward + Anonymous Content / Los Angeles
Client:
Tostitos
Title:
The Breathalyzer Bag
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17111M
Award:
2017 Direct Marketing Merit Award
Agency:
Les Gaulois / PUTEAUX
Client:
AMGEN
Title:
PorcelainBones
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17112M
Award:
2017 Direct Marketing Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17113M
Award:
2017 Direct Marketing Merit Award
Agency:
Proximity / Barcelona + Post23 / Barcelona
Client:
Audi Spain
Title:
The doll that chose to drive
Category:
Craft / Art Direction - Single or Campaign
Annual ID:
OS_DI17114M
Award:
2017 Direct Marketing Merit Award
Agency:
FCB / Zürich + Ehrenberg Kommunikation / Hamburg
Client:
Flüchtlinge Willkommen
Title:
Search Racism. Find Truth.
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17124M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett Tailor Made / Sao Paulo + MediaMonks / Sao Paulo
Client:
Jeep
Title:
Vigilant Wallpapers
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17125M
Award:
2017 Direct Marketing Merit Award
Agency:
McCann / New York + Framestore / New York
Client:
Lockheed Martin
Title:
The Field Trip to Mars
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17126M
Award:
2017 Direct Marketing Merit Award
Agency:
MRM//McCann / Stockholm
Client:
Vattenfall
Title:
The Suncell Guide
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17127M
Award:
2017 Direct Marketing Merit Award
Agency:
R/GA / New York
Client:
Jet.com
Title:
Careculator
Category:
Craft / Data-Driven Personalization - Single or Campaign
Annual ID:
OS_DI17128M
Award:
2017 Direct Marketing Merit Award
Agency:
ALMA DDB. / Miami
Client:
Netflix - Narcos
Title:
Spanish Lessons
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17089M
Award:
2017 Direct Marketing Merit Award
Agency:
AlmapBBDO / São Paulo
Client:
Getty Images
Title:
Endless Possibilities
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17090M
Award:
2017 Direct Marketing Merit Award
Agency:
BBDO India / Mumbai
Client:
P&G India
Title:
Dads #ShareTheLoad (Film Case)
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17091M
Award:
2017 Direct Marketing Merit Award
Agency:
Buzzman / Paris + ICONOCLAST / Paris + THE / Paris
Client:
Burger King
Title:
#WhoIsTheKing
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17092M
Award:
2017 Direct Marketing Merit Award
Agency:
Clemenger BBDO / Melbourne
Client:
Mars Chocolate Australia
Title:
Hungerithm
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17093M
Award:
2017 Direct Marketing Merit Award
Agency:
Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco + Spy Post / Burbank
Client:
The Hunting Ground C/O Chain Camera Pictures
Title:
Unacceptable Acceptance Letters
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17094M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson Canada / Toronto
Client:
Hotels.com
Title:
Winter Swear Jar
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17095M
Award:
2017 Direct Marketing Merit Award
Agency:
J. Walter Thompson / Sao Paulo + J. Walter Thompson / New York
Client:
Atados
Title:
Donate the Bars
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17096M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Chicago
Client:
Donate Life America
Title:
Your Name Saves
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17097M
Award:
2017 Direct Marketing Merit Award
Agency:
Leo Burnett / Madrid + RCR / Madrid
Client:
Loterias y Apuestas del Estado
Title:
December 21st
Category:
Digital / Social Media & Viral Marketing
Annual ID:
OS_DI17098M
